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6th Annual Innovations Conference
Welcome
TRANSITIONING TO DIVERSIFIED SERVICES
Antony Paul Marketing Manager, Neopost UKWelcome 6 th Annual Innovations Conference TRANSITIONING TO - - PowerPoint PPT Presentation
Welcome 6 th Annual Innovations Conference TRANSITIONING TO - - PowerPoint PPT Presentation
Welcome 6 th Annual Innovations Conference TRANSITIONING TO DIVERSIFIED SERVICES Antony Paul Marketing Manager, Neopost UK growth Why? The Speed of Change Time to reach 50m users 0 20 40 60 80 Prints Share of the Economy 0.45 0.4
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growth
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Why?
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The Speed of Change
20 40 60 80 Time to reach 50m users SLIDE 7
Print’s Share of the Economy
0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 SLIDE 8
Assessment
- Print is a highly competitive environment
- Supply often exceeds demand
- Competition from other media is increasing
- Core ink on paper activity is challenging
- Print’s share of the economy is declining
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We just need to think differently...
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The Future of Print...
- No longer a standalone medium
- Part of the overall communications mix
- Compliments other channels
- A trusted medium
- Services vs. Manufacturing
- Focus on helping businesses engage their
customers
SLIDE 11 Sources: BPIF Investment Survey
22%
Looking to invest in mailing & fulfilment SLIDE 12
58%
Of this investment is incremental Sources: BPIF Investment Survey SLIDE 13
46%
Made to enter new markets Sources: BPIF Investment Survey SLIDE 14
Why mailing and fulfilment...?
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UK Mail Volumes
0% 20% 40% 60% 80% 100% 120% 2005 2006 2007 2008 2009 2010 2011 2012 Transactional Direct Mail Parcels Publishing Social Mail Although declining UK mail volumes still exceed 13bn items per annum Sources: Royal Mail PWC Outlook Analysis SLIDE 16
Industry Response Rates
Market Sector Response Retail Services 6.5% Personal Banking 3.5% Services 2.9% Charities 1.6% Medical Services 1.5% Stores 1.4% Mail Order 1.4% Travel 1.3% Cards 1.3% Investments 1.0% Sources: Direct Marketing Association SLIDE 17
- The percentage of mail
- The percentage of DM kept
18%
- 17.8m people ordered
Rising DM Response Rates
Sources: Royal Mail Consumer Report SLIDE 18
Media Effectiveness Improves When DM is Added
£3.40 £3.59 £3.32 £4.27 £2.58 £3.69 £3.92 £0.98 £2.81 £2.65 £2.44 £4.16 £2.96 £3.45 £4.38 £3.56 £0.00 £0.50 £1.00 £1.50 £2.00 £2.50 £3.00 £3.50 £4.00 £4.50 £5.00 Total TV Press Outdoor Radio Online Search Door Drops Alongside DM No DM Sources: Brand Science Results Vault SLIDE 19
Don’t Forget the Digitally Disenfranchised
0% 20% 40% 60% 80% 100% 120% 15-24 25-34 35-44 45-54 55-64 65-74 75+ Yes No 8.8m Adults have not used the internet in the last 12 months Sources: Brand Science Results Vault SLIDE 20
Variance by Application
Tax Returns Bank Statements B2B Insurance Certificates B2B Invoices B2C Invoices B2B Magazines B2C Insurance Certificates Rapid e-substitution Slow e-substitution SLIDE 21
Social Media Users & Direct Mail
8.3m Social media users have responded to DM 5.5m have purchased DM Works well with other media SLIDE 22
Unlocking the power of data...
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What Does Data Give Us?
Campaign Potential Insight Relevance Target Audiences Channels Customer Preferences New Conversations Impact Response Rates SLIDE 25
Where Does it End...?
Printing Mailing & Fulfilment Omni Channel Delivery Managed Services Communication Online Campaign Management Data Services Response Handling SLIDE 26
The Outcomes... New Revenue Streams Customer Retention
Competitor Differentiation
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“Actually it’s not about PRINT or MAIL but...
COMMUNICATION, SERVICES and SATISFIED customers. “
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Take Aways
1. Think about your service proposition 2. Position yourself in the communications mix 3. Print & mail work best with other media 4. Getting closer to the data is key 5. Change is inevitable..think differently
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How do you get started? There’s always a helping hand...
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